A fashion brand’s SoHo boutique might not seem like an obvious destination for decorating inspiration, but then again not every brand is helmed by design devotees like the fabulous duo behind the eponymously named Veronica Beard.  “We approached store design in the same way that we approach the interior design of our homes,” says Veronica Swanson Beard. “We wanted our customers to come for the clothing, but stay because they feel right at home.” Mission seriously accomplished. From the pink velvet sofa and chairs to the gorgeous display table (found on Chairish!) we’re obsessed with the pair’s ability to effortlessly curate modern yet iconic finds, turning their stores into chic havens that Veronica Miele Beard describes as “novel and filled with intrigue and whimsy!”

Needless to say, we were thrilled to recently partner with the Veronicas to give the walls of their SoHo store a reboot with some artful finds from Chairish, and took the chance to get the goods on their decorating secrets, family-friendly design tips (both are mamas), their favorite NYC haunts, and much more! Prepare to meet your new design crushes.


Blue tulip dining table is used to display clothes and shoes in front of gallery wall of colorful art

Do you approach designing your store’s interiors in a similar way to designing your collections?
 Designing a chic, layered room is a lot like designing a collection. There needs to be print, color, and texture, and the proportion and mix of elements need to work together in perfect harmony. A room that feels like it’s bursting with all the goodness you want but is still balanced is like a perfectly merchandised collection.

Any quick tricks for adding drama to a room? 
VMB: Paint the floors black.

Is there a golden design rule you always follow?
VSB: Ceiling lights can give terrible light- use lamps. Gallery walls need to be just off in order to look good.
VMB: Make sure you can live in the colors that you choose.

Dressed mannequins stand in front of framed gallery wall of colorful paintings

Green abstract painting hangs above an open shelf and wood clothing rack

What do you love about decorating spaces with vintage pieces?
VSB: That everything has a history, a personality, and other people won’t have it.
VMB: Everything looks better with age.

You’re both mothers. Any family-friendly decorating solutions to share?
VSB: Coated fabric for kitchen upholstery and indoor/outdoor fabrics for family rooms.
VMB: I used a vintage Louis Vuitton trunk as the family room coffee table. It’s indestructible and looks better as the kids jump and play on it!

What’s your go-to source for design inspiration? 
VSB: Instagram and Pinterest.
VMB: Visiting the great hotels of the world.

Veronica Beard clothing design store with large stone display table

Veronica Beard clothing design store with matching coral couch and chairs and graphic wallpaper

Veronica Beard clothing design store with leaf-motif wallpaper, brass clothing rack, and abstract poster

How would you describe your personal design style?
Curated, eclectic, and nostalgic.
VMB: Mixing the old with the new.

No room is complete without…
VSB: Art, flowers, and tchotchkes.
VMB: Family!

Is there a particular designer you most admire?
VSB: Too many to list. There are so many!
VMB: Devin Powell and Francesca Stratton.

Space you just can’t get out of your mind.
VSB: Bunny Williams’ pool house, the exterior of Balderbrae, and The Mirage House by Doug Aitken.
VMB: The Ritz, Paris.

Veronica Beard clothing store with matching coral seating and leaf motif wallpaper

White stone exterior of Veronica Beard clothing store in Soho, New YorkTHE VERONICA’S NYC FAVORITES

(Plus Your Usual Order)

“Bemelmans Bar, Kappo Masa, and Le Bilboquet.” —VSB
“I love the grilled octopus at Babbo in the West Village.”—VMB

(You Recommend to Visiting Family and Friends)

“The Mark, The Carlyle, The Surrey, and The Lowell.”—VSB
“The Carlyle – it’s such a NYC institution!”—VMB

(Because Who Doesn’t Love Flowers?)

Lewis Miller- you’ve never seen anything like it!”—VSB
Zezé Flowers on First Avenue.”—VMB

Veronica Beard Swanson Miele clothing design store gallery wall art portrait SoHo Chairish


Photos by Lesley Unruh
Exterior Photo Courtesy of Veronica Beard

October 11, 2017

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